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Advertising and Promotion : Integrated Marketing Communications Perspective - 7th edition

by George E. Belch

Advertising and Promotion : Integrated Marketing Communications Perspective (ISBN10: 0073255963; ISBN13: 9780073255965)
ISBN13: 978-0073255965
ISBN10: 0073255963

This edition has also been released as:
ISBN13: 978-0073101262
ISBN10: 0073101265

Summary: Advertising and Promotion: An Integrated Marketing Communications Perspective, 7/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, p ...show moreublic relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century. ...show less

Edition/Copyright: 7TH 07
Cover: Hardback
Publisher: Richard D. Irwin, Inc.
Published: 05/26/2006
International: No

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